torsdag 4. desember 2014

The #101 goes abroad
To celebrate the international launch of denmark’s iconic # 101 T-shirt, the german photogra-
pher Jonas Unger has documented the Tee on a road-trip around the world. In december 2014
a box set of booklet and prints from the journey will be exhibited in selected fashion stores
across europe.
Worn by generations of fashion conscious Danes, the 101 T-shirt will for the first time be
stocked in selected fashion stores in Northern europe from december. The story of the
101 began in 1967, when Jørgen Nørgaard designed the long-sleeved ribbed T-shirt for his
Copenhagen concept store Nørgaard Paa strøget. an instant design classic, the 101 is more
in demand than ever nearly five decades later. To mark the 101’s first foray outside Denmark,
Mads Nørgaard, who took over the family business in 2010, commissioned the photographer
Jonas Unger to take the timeless T-shirt on a trip around the world.
Mads Nørgaard, designer:
“The deal with Jonas was simple: Take the #101 away from autumn in Copenhagen and on an
adventure. We wanted to see the 101 tee away from home, through the eyes of people looking
at it for the first time, who have don’t have the concept of it as an icon. We gave Jonas total free-
dom. he could photograph the 101 whichever way he wanted, wherever he wanted.”
Jonas Unger, photographer:
“how lucky to get a project with 100 per cent creative freedom. This is the best and most
intense way to work. I wanted to tell a story of people, diversity, love and open minds.”
This booklet is a collaboration between likeminded outsiders in fashion. Unger’s candid, una-
dorned aesthetic perfectly complements the minimalistic design of the T-shirt, marking the
beginning of a new chapter in the history of the 101.